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Postcard-perfect: the big business of city branding

Kraków in Poland was named European Capital of Culture in 2000 – but the title does not always translate into growth. (The Guardian; Photograph: Art Widak/Demotix/Corbis)

Yet uniqueness is the goal of city branding, which during the past few years has grown into a global industry connected to tourism and the media-sports-and-entertainment complex. Originally a promotional scheme meant to lure new residents, city branding is now a slogan tied to a public relations campaign to make the places where we live into “destinations”. As always with branding, image is everything.
— theguardian.com